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TUC invades internet


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online campaign by Cohn & Jansen JWT

online campaign by Cohn & Jansen JWT

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  • 1. TUC GOES ONLINE Big time!
  • 2. Starting point
    • This case study is about the launch of the Kraft biscuit: TUC in Romania.
    • Client brief: Generate buzz on the Romanian internet.
    • Mandatory: keeping the ATL characters (black and white) and the brand promise: Don’t grab anything we can eat, choose TUC!
    • In just 2 months, TUC has become one of the cool brands on the Romanian Internet, with the bigger CTR ever in Romania (online banners).
    • The internet users responded very well to TUC’s dialogue proposal and we have build the basis for a further successful communication.
  • 4. TIMING
    • TUC went online with a teasing campaign, starting with 3 rd of March. The reveal came 2 weeks later, together with TUCizatorul, (Facebook application) and Facebook page.
    • The communication continues even now, without media or other type of support, due to it’s viral characteristic.
  • 5. CONCEPT
    • TUC characters are invading the cool side of the internet while they carry the brand message “Don’t eat anything you can grab, choose TUC!”.
  • 6. TEASING: biggest CTR ever in Romania!
    • The teasing campaign recorded one of the highest CTR rates for a mass-market brand. In fact, we don’t know of a similar case, or even a close one.
    • Avg CTR TUC banner: 12%! (up to 24%)
    • Avg CTR banner campaign RO: 0.2%!
    You can play with the banner here
  • 7. TEASING: Traffic on site in only 2 weeks! This website is no longer online – the teasing is finished by now.
  • 8. REVEAL
    • In the reveal phase, we changed the banner with a branded one – logo and message.
    • We introduced the TUCizator – a cool and friendly Facebook application that has been used over 18.000 times since launch.
  • 9. REVEAL – Again, big numbers!
    • The new banner even though it was branded, had an amazing click rate: 13%.
    • In other words, TUC banner is over 50 times more trusted or appealing than the average .
    You can play with the banner here
  • 10. REVEAL –
    • In this phase, the website become less important. The new banner pointed to the Facebook application, instead of
    • Still, 10.884 people have visited the website.
    You can see the landing page here
    • 561.574 users have reached the landing page!!!
    • +18.500 characters
    • 34.862 content shared (content generated by the application and shared by the users, including the characters that appear on the wall of the users)
    You can see the FB application here
  • 12.
    • +2100 fans – all organic! No ads for fan-base growth. (in only one month)
    • +15.000 page views
    • 4298 active users (people who interacted or viewed pages and posts)
    • 68.630 post views (total number of views of all posts on the Wall)
    • Fact: the users started to interact with the brand by themselves.
    FACEBOOK PAGE You can see the FB page here
  • 13. Thank you!